Audi’s One Million Reasons microsite visualises fan messages in a 3D model

which has visualsised the positive sentiments from fans on social media in a 3D model of the Audi R8.

Razorfish Germany conceived the idea with Audi and creative production company Minivegas. They were tasked with creating a unique and interactive web experience which would allow Audi to learn more about its fans.

The core of the One Million Reasons site is a 3D model of the Audi R8 which is generated from individual, spherical particles, created using WebGL technology. Each individual sphere represents a reason someone has given, via the #onemillionreasons hashtag, for loving Audi.

Consumers can find their unique particle of the model and then share as a piece of art, via their social media channels, or keep it as a wallpaper.

“The biggest challenge for us on this project was to combine real-time, social media generated content with the slick and sexy visuals that you would associate with an automotive campaign,” said Maarten Boon, creative director and partner, Minivegas.

“We see interactive billboards as a strong trend in the future, both online and offline. This campaign demonstrates that it is possible to create something uniquely relevant to each member of your target audience, whilst refusing to compromise on premium design values.”